Archive for September 2017

To be successful, successful business marketing managers:

To be successful, successful business marketing managers:




a. must assume an active role in the marketing strategy center.

b. must negotiate with other functions.

c. must get advanced secondary education.

d. All of the above.

e. Only (a) and (b).





Answer: E

The primary levels of marketing control include:

The primary levels of marketing control include:




a. strategic control.

b. annual plan control.

c. efficiency and effectiveness control.

d. profitability control.

e. All of the above.




Answer: E

The major forms of marketing control are:

The major forms of marketing control are:




a. control over the efficient allocation of marketing effort.

b. the comparison of planned and actual performance.

c. Both (a) and (b).

d. Neither (a) nor (b).




Answer: C

Which of the following are interrelated evaluations that are required to design a marketing strategy?

Which of the following are interrelated evaluations that are required to design a marketing strategy?




a. How much should be spent on marketing in the planning period?

b. How are marketing dollars to be allocated?

c. Within each element of the marketing strategy, how should dollars be allocated?

d. Which segments, products, and geographic areas are most profitable?

e. All of the above.



Answer: E

Which of the following are steps in the planning process that utilizes the Balanced Scorecard and a Strategy Map to build a tightly integrated marketing strategy?

Which of the following are steps in the planning process that utilizes the Balanced Scorecard and a Strategy Map to build a tightly integrated marketing strategy? 



a. Define Financial Objectives.

b. Define the Customer Value Proposition.

c. Identify the Critical Strategic Themes and Internal Processes.

d. All of the above.

e. Only (a) and (b).





Answer: D

If marketing implementation is poor:

If marketing implementation is poor:



a. management may never become aware of the soundness of the strategy.

b. the cause of failure is hard to diagnose because poor strategy might be masked by the inability to execute.

c. management can usually see the problem immediately.

d. all of the above

e. (a) and (b) only





Answer: E

The process that translates marketing plans into action assignments and ensures that such assignments are executed in a manner to accomplish a plan's defined objectives is called:

The process that translates marketing plans into action assignments and ensures that such assignments are executed in a manner to accomplish a plan's defined objectives is called:





a. marketing control.

b. marketing implementation.

c. strategic marketing.

d. marketing accountability.

e. competitive advantage.



Answer: B

Using this approach, the costs of producing a printed circuit board are determined by first evaluating the activities required to produce the board and then costing out each of the activities. This describes:

Using this approach, the costs of producing a printed circuit board are determined by first evaluating the activities required to produce the board and then costing out each of the activities. This describes:




a. traditional cost accounting.

b. an activity-based cost system.

c. variable cost analysis.

d. direct traceable costing.

e. contribution costing.




Answer: B

Which of the following statements concerning an activity-based cost (ABC) system is(are) correct?

Which of the following statements concerning an activity-based cost (ABC) system is(are) correct?




a. ABC analysis illuminates exactly what activities are associated with a particular product or customer segment and how these activities are linked to the generation of revenues and the consumption of resources.

b. ABC analysis often relies on percentage allocations that are somewhat arbitrary.

c. ABC analysis segregates the expenses of indirect and support resources by activities.

d. all of the above

e. (a) and (c) only





Answer: E

____ reveals the links between performing particular activities and the demands that those activities make on the organization's resources.

____ reveals the links between performing particular activities and the demands that those activities make on the organization's resources.





a. A logistical cost system

b. A supply-oriented cost system

c. A demand-oriented cost system

d. An activity-based cost system

e. A controllable element cost system




Answer: D

Flagstaff Electrical Supply wonders whether they are spending too much or too little on various elements in their marketing program. Which of the following tools would appear to be most appropriate in examining the efficiency of operations?

Flagstaff Electrical Supply wonders whether they are spending too much or too little on various elements in their marketing program. Which of the following tools would appear to be most  appropriate in examining the efficiency of operations?




a. sales analysis

b. market share analysis

c. expense-to-sales ratio analysis

d. price analysis

e. product analysis





Answer: C

St. Paul Equipment Company experienced a 15 percent sales gain that, on the surface, appears favorable. However, if total industry sales are up 30 percent, an analysis of ____ could suggest that the firm has not fared well relative to competitors.

St. Paul Equipment Company experienced a 15 percent sales gain that, on the surface, appears favorable. However, if total industry sales are up 30 percent, an analysis of ____ could suggest that the firm has not fared well relative to competitors.






a. expense-to-sales ratios

b. profit

c. market share

d. distribution costs

e. sales by channel type




Answer: C

If a business marketer is particularly concerned with over- or under- spending on a particular marketing strategy element, such as advertising, which of the following tools would be most useful?

If a business marketer is particularly concerned with over- or under- spending on a particular marketing strategy element, such as advertising, which of the following tools would be most useful?





a. expense-to-sales ratio analysis

b. market share analysis

c. sales analysis

d. marketing audit

e. profit analysis



Answer: A

The purpose of annual plan control is to:

The purpose of annual plan control is to:




a. examine the general direction the company is pursuing.

b. examine how well resources have been utilized in each element of the marketing strategy.

c. examine where the company is making or losing money.

d. examine whether the planned performance standards are being achieved.

e. examine the general directions of industry demand.




Answer: D

The ____ is a comprehensive, periodic and systematic evaluation of the firm's marketing operation which analyzes the market environment and the firm's internal marketing activities.

The ____ is a comprehensive, periodic and systematic evaluation of the firm's marketing operation which analyzes the market environment and the firm's internal marketing activities.




a. environmental audit

b. marketing audit

c. profit audit

d. annual plan

e. competitive audit





Answer: B

To identify coverage gaps across territories and to better match sales resources with market opportunity, the GE process for accomplishing territory alignment involves

To identify coverage gaps across territories and to better match sales resources with market opportunity, the GE process for accomplishing territory alignment involves





a. evaluating account quality

b. examining account density

c. implementing changes to enhance sales force effectiveness and efficiency

d. all of the above

e. a and c above





Answer: D

A salesperson's job performance is a function of:

A salesperson's job performance is a function of:



a. product knowledge and expertise.

b. level of motivation.

c. aptitude or ability.

d. All of the above.

e. Only (b) and (c).





Answer: E

Research suggests that successful national account units:

Research suggests that successful national account units:





a. have senior management support.

b. have well-defined objectives.

c. have experienced individuals who know how to create effective customer solutions.

d. All of the above.

e. Only (b) and (c).




Answer: D

A key account represents a customer who:

A key account represents a customer who:




a. buys for an organization with geographically concentrated units.

b. involves a small number of key organizational members in the purchasing process.

c. purchases a significant volume as a percentage of a seller's total sales.

d. All of the above.

e. Only (b) and (c).




Answer: C

Organization of the sales force depends on the:

Organization of the sales force depends on the:




a. nature of the product.

b. the length of the product line.

c. the nature of the buying behavior in each segment.

d. All of the above.

e. Only (a) and (c).





Answer: D

The second phase of for selecting key accounts:

The second phase of for selecting key accounts:




a. considers the degree to which the transactions with potential customer will complement the economies of the seller's business.

b. identifies those customer accounts that have unique support requirements.

c. centers on the profit potential of a customer.

d. none of the above.





Answer: B

The first phase of for selecting key accounts:

The first phase of for selecting key accounts:




a. identifies those customer accounts that have unique support requirements.

b. centers on the profit potential of a customer.

c. considers the degree to which the transactions with potential customer will complement the economies of the seller's business.

d. none of the above.




Answer: B

The final phase of for selecting key accounts:

The final phase of for selecting key accounts:



a. centers on the profit potential of a customer.

b. identifies those customer accounts that have unique support requirements.

c. considers the degree to which the transactions with potential customer will complement the economies of the seller's business.

d. none of the above.





Answer: C

The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity and low sales organization strength. This suggests which of the following sales resource assignments?

The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity and low sales organization strength. This suggests which of the following sales resource assignments?




a. Invest a high level of resources to take advantage of opportunity.

b. Invest a moderate level of resources.

c. Invest a minimal level of sales resources, selectively eliminate resource coverage, or  possibly eliminate the PCU.

d. None of the above.




Answer: C

The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity and high sales organization strength. This suggests which of the following sales resource assignments?

The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity and high sales organization strength. This suggests which of the following sales resource assignments?




a. Invest a high level of sales resources to take advantage of opportunity.

b. Invest a minimal level of sales resources.

c. Invest a moderate level of sales resources to keep current position strength.

d. Either direct a high level of sales resources to improve position or shift resources to other PCUs.




Answer: A

Job satisfaction is theorized to decline when the salesperson's perception of his/her role is:

Job satisfaction is theorized to decline when the salesperson's perception of his/her role is:




a. inaccurate in terms of the expectations of superiors.

b. characterized by conflicting demands among role partners that the salesperson cannot possibly resolve.

c. surrounded by uncertainty due to a lack of information about the expectations and evaluation criteria of superiors and customers.

d. all of the above.

e. (b) and (c) only.




Answer: E

Motivation to perform is thought to be related strongly to:

Motivation to perform is thought to be related strongly to:




a. the value the salesperson places on rewards.

b. the individual's perceptions of the types and amounts of rewards that will accrue from  various degrees of job performance.

c. the extent to which a salesperson can see him/herself as a member of the target market.

d. (a) and (b) only.

e. (a) and (c) only.





Answer: D

Responsibility for recruiting salespersons may lie with:

Responsibility for recruiting salespersons may lie with:




a. the first-line supervisor.

b. the Human Resources department.

c. executives at the headquarters level.

d. all of the above.

e. (a) and (b) only.





Answer: D

A key account represents a customer who:

A key account represents a customer who:




a. purchases an insignificant volume as a percentage of a seller's total sales.

b. buys for an organization with geographically concentrated units.

c. involves several organizational members in the purchasing process.

d. (a) and (b) only.

e. (b) and (c) only.




Answer: C

The primary objective of the organizational selling center include:

The primary objective of the organizational selling center include:



a. acquisition and processing of pertinent marketing-related information.

b. execution of selling strategies.

c. designing the channel structure.

d. all of the above.

e. (a) and (b) only.





Answer: D

The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity but high sales organization strength. This suggests which of the following sales resource assignments?

The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity but high sales organization strength. This suggests which of the following sales resource  assignments?




a. Invest a high level of sales resources to take advantage of opportunity.

b. Invest a minimal level of sales resources; selectively eliminate resource coverage; possible  elimination of PCU.

c. Either direct a high level of sales resources to improve position and take advantage of  opportunity or shift resources to other planning and control units.

d. Invest a moderate level of sales resources to maintain current position.




Answer: D

The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity but low sales organization strength. This suggests which of the following sales resource assignments?

The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity but low sales organization strength. This suggests which of the following sales resource  assignments?




a. Invest a high level of sales resources to take advantage of opportunity.

b. Invest a minimal level of sales resources; selectively eliminate resource coverage; possible  elimination of PCU.

c. Either direct a high level of sales resources to improve position and take advantage of opportunity or shift resources to other planning and control units.

d. Invest a moderate level of sales resources to maintain current position.




Answer: C

Concerning the level of sales that a salesperson might achieve in a particular territory, which specific territory traits appear to be most important?

Concerning the level of sales that a salesperson might achieve in a particular territory, which specific territory traits appear to be most important?





a. potential, workload, dispersion

b. potential, concentration, dispersion

c. potential, competition, concentration

d. potential, workload, competition

e. potential, dispersion, competition




Answer: B

Using the behavior-based measurement approach to salesperson performance, sales managers:

Using the behavior-based measurement approach to salesperson performance, sales managers:




a. monitor and direct the activities of salespeople.

b. use subjective measures of salesperson behavior.

c. emphasize a compensation system with a large fixed component.

d. consider the knowledge and presentation skills of the salesperson.

e. all of the above





Answer: E

In the sales performance literature, recent evidence suggests that a strict reliance on the ____ measurement approach may not produce the desired sales or marketing results because it "has lulled some sales executives into thinking that important sales outcomes could be reasonably accomplished without intense management reinforcement."

In the sales performance literature, recent evidence suggests that a strict reliance on the ____ measurement approach may not produce the desired sales or marketing results because it "has lulled some sales executives into thinking that important sales outcomes could be reasonably accomplished without  intense management reinforcement."



a. esteem-based

b. behavior-based

c. satisfaction-based

d. outcome-based

e. none of the above





Answer: D

Both behavior-based and outcome-based measures are used by sales managers to evaluate salesperson performance. When the system is outcome-based, the sales manager:

Both behavior-based and outcome-based measures are used by sales managers to evaluate salesperson performance. When the system is outcome-based, the sales manager:




a. employs objective measures (sales results, market share gains) to evaluate performance.

b. directly monitors the activities of salespeople.

c. uses subjective measures of salesperson performance.

d. emphasizes a compensation system with a large fixed component.

e. measures the self-esteem and verbal intelligence of each salesperson.





Answer: A

Sales managers use a variety of measures to evaluate salesperson performance. When the measurement system is behavior-based, the sales manager:

Sales managers use a variety of measures to evaluate salesperson performance. When the measurement system is behavior-based, the sales manager:




a. employs objective measures to evaluate performance.

b. emphasizes a compensation system with a large incentive component.

c. monitors and directs the activities of salespeople.

d. indirectly supervises salesperson activities.

e. measures the self-esteem of each salesperson.




Answer: C

Salespersons tend to have a high level of job satisfaction when:

Salespersons tend to have a high level of job satisfaction when:




a. management provides them with the assistance and support needed to meet unusual and non-routine problems.

b. they perceive themselves to have an active part in determining company policies and standards that affect them.

c. they perceive that their first-line supervisor closely directs and monitors their activities.

d. all of the above

e. (a) and (b) only




Answer: D

Effective sales training:

Effective sales training:




a. builds the confidence and motivation of the salesperson.

b. keeps the personal selling function aligned with marketing program objectives.

c. reduces the costs associated with recruiting.

d. all of the above

e. (a) and (b) only




Answer: D

The geographical sales organization structure presents which of the following disadvantages?

The geographical sales organization structure presents which of the following disadvantages?




a. Each salesperson requires substantial product and customer knowledge.

b. This is the most costly form of sales organization.

c. Sales personnel may have a tendency to emphasize those products and end-use applications with which they are most familiar.

d. all of the above

e. (a) and (c) only




Answer: E

When each industrial salesperson performs all of the selling tasks associated with all of the firm's products, and performs these tasks for all customers in a particular territory, the sales force is organized on:

When each industrial salesperson performs all of the selling tasks associated with all of the firm's products, and performs these tasks for all customers in a particular territory, the sales force is organized on:



a. a customer basis.

b. a market-centered basis.

c. a geographical basis.

d. a product basis.

e. a cluster basis.






Answer: C

The product-oriented sales organization presents which of the following disadvantages?

The product-oriented sales organization presents which of the following disadvantages?





a. A "critical mass" of demand is required to offset the associated costs.

b. Compared to other ways of organizing the sales force, the salesperson has the greatest degree of latitude in choosing which products and customers to emphasize.

c. Several salespersons may be required to meet the diverse product requirements of a single customer.

d. all of the above

e. both (a) and (c)




Answer: E

The best practices of high-performing salespeople can provide

The best practices of high-performing salespeople can provide




a. relational adaptiveness to a sales effort

b. Improved role definition to the sales job

c. the opportunity to create relationship congruity

d. relationship quality to the sales team

e. a template for improving the client management process.





Answer: E

Expertise coordination is the process of

Expertise coordination is the process of




a. integrating the functions of finance and operations with sales

b. working with top management to help engage the top level managers in the sales process

c. diagnosing customer requirements and assembling an ad hoc team of internal experts who possess the skills to deliver a superior customer solution.

d. evaluating competitive offers and developing plausible approaches for surpassing those offers in the mind of prospective customers

e. All of the above




Answer: C

Indices of trade show performance include:

Indices of trade show performance include:





a. attraction.

b. contact.

c. conversion efficiency.

d. All of the above.

e. Only (b) and (c).






Answer: D

Which of the following represent common trade-show objectives?

Which of the following represent common trade-show objectives?




a. Identification of decision influencers.

b. Handling current customer problems.

c. Providing product, service, and company information.

d. All of the above.

e. Only (a) and (c).




Answer: D

Characteristics of effective B2B print ads include:

Characteristics of effective B2B print ads include:





a. the use of a "rational approach."

b. a clear description of the product and its benefits.

c. a detailed listing of most pricing considerations.

d. All of the above.

e. Only (a) and (b).




Answer: E

Horizontal publications are more effective for business marketers when:

Horizontal publications are more effective for business marketers when:





a. their product has applications in only a few industries.

b. many industries are potential users

c. well-defined functions are the principal buying influencers.

d. All of the above.

e. Only (b) and (c).





Answer: E

The important elements of perception include:

The important elements of perception include:





a. attention.

b. interpretation.

c. benefits.

d. Only (a) and (b).

e. Only (b) and (c).




Answer: A

A model of "lead efficiency" is calibrated using the firm's:

A model of "lead efficiency" is calibrated using the firm's:





a. historical sales lead and lead conversion-to-sale data.

b. total number of sales booths at past shows.

c. gross margin.

d. all of the above.

e. (a) and (c) only.




Answer: E

In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful tool that they provide measures the percentage of the audience planning to buy the products being exhibited within the next 12 months. This is called:

In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful tool that they provide measures the percentage of the audience planning to buy the products being exhibited within the next 12  months. This is called:




a. Surveys of Industry Purchasing Power.

b. Controlled Audience Index.

c. Total Buying Plans.

d. Buying Power Index.

e. Net Buying Influences.





Answer: C

An e-mail list can be created by:

An e-mail list can be created by:




a. offering an e-mail alert service.

b. asking for e-mail addresses in direct mail campaigns.

c. collecting e-mail addresses at trade shows.

d. all of the above.

e. (b) and (c) only.




Answer: D


Which of the following statements regarding direct mail is incorrect?

Which of the following statements regarding direct mail is incorrect?




a. Direct mail is efficient when compared to other media.

b. Direct mail is a viable medium when potential buyers cannot be clearly identified.

c. A direct mail advertisement typically gains the full attention of the reader.

d. Direct mail can accomplish all of the major advertising functions.





Answer: B

Direct mail is commonly used for:

Direct mail is commonly used for:



a. corporate image promotion.

b. sales force support.

c. distribution channel communication.

d. all of the above.

e. (a) and (b) only.





Answer: D

The formula for calculating adverting cost is:

The formula for calculating adverting cost is:




a. Cost per thousand = Cost per page / Circulation in thousands.

b. Cost per thousand = Circulation in thousands / Cost per page.

c. Cost per page = Cost per thousands / Circulation in thousands.

d. Cost per page = Circulation in thousands / Cost per thousands





Answer: A

The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:

The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:




a. so that advertising is a determinant of those results.

b. so that advertising is a consequence of those results.

c. because the manager does not have to have some knowledge or instinct for the proper relationship between expenditure level and communication response.

d. none of the above.




Answer: A

Which of the following statements regarding advertising expenditures is incorrect?

Which of the following statements regarding advertising expenditures is incorrect?





a. Because advertising is a relatively large part of the total marketing budget for business firms, managers tend to follow simple rules of thumb (e.g., allocate 1% of sales to advertising).

b. The fundamental problem with percentage-of-sales rules is that they implicitly make advertising a consequence rather than a determinant of sales and profits.

c. Percentage-of-sales rules suggest that the business advertiser reduce advertising when sales volumes decline.

d. The decision to "match the competition's level of advertising spending" is an example of a rule of thumb philosophy.





Answer: A

An advertising objective must:

An advertising objective must:




a. specify what is to be achieved and when.

b. be measurable.

c. be realistic.

d. all of the above.

e. (a) and (c) only.




Answer: D

In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful measure that they provide isolates the percentage of the show audience that has decision authority for the types of products being exhibited. This is called:

In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful measure that they  provide isolates the percentage of the show audience that has decision authority for the types of products  being exhibited. This is called:




a. Surveys of Industrial Purchasing Power.

b. Controlled Audience Index.

c. Total Buying Plans.

d. Buying Power Index.

e. Net Buying Influences.




Answer: E

Which of the following statements concerning trade shows is(are) accurate?

Which of the following statements concerning trade shows is(are) accurate?





a. The cost of reaching a prospect at a trade show less than the cost of making a personal sales call.

b. Over 83 percent of all trade show visitors have some buying authority.

c. The average company participates in 45 trade shows per year.

d. all of the above

e. (a) and (b) only




Answer: D

Concerning the allocation of the publication budget among various journals,

Concerning the allocation of the publication budget among various journals,



a. the cost-per-thousand calculation should be based on circulation to the total audience.

b. the cost-per-thousand calculation should be based on circulation to the target audience.

c. the comparison of alternative journals can readily be made by examining their actual page rates (cost-per-page).

d. the comparison of alternative journals can readily be made by examining total circulation.

e. publications with low circulation levels should be avoided.





Answer: B

In formulating advertising messages, the business marketer should:

In formulating advertising messages, the business marketer should:





a. emphasize product and technical specifications.

b. identify general buying criteria of importance to a range of buying center members.

c. use color and illustrations sparingly.

d. both (a) and (b)

e. none of the above




Answer: E

In designing advertising strategy, the business marketer should first:

In designing advertising strategy, the business marketer should first:




a. determine the size of the advertising budget.

b. select appropriate media sources.

c. determine advertising objectives.

d. develop a series of responsive messages.

e. forecast sales.





Answer: C

Social media:

Social media:



a. are more effective than traditional media at reaching hard-to-reach propects.

b. are typically less expensive that print media.

c. facilitate targeted, personalized contact across the customer experience landscape.

d. enhance the impact of trade promtions.

e. all of the above




Answer: C
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